An Investigation on Consumer Purchasing Decision of Green Products: The Case of Singapore

Abstract

Not many studies have been undertaken to explore the sentiments and opinions held by consumers in Singapore regarding green and environmentally friendly business practices, and their effects on purchase choices. This paper aims to fill the gap in the literature. Using a sample of 116 consumers within Singapore, data was collected to determine the factors influencing consumers’ purchase behaviour and their attitudes towards purchasing environmentally safe products and services. The study finds that consumers in Singapore consider price to be a key factor in their considerations of purchasing environmentally safe goods and services. Individuals have a high level of concern regarding the environment yet they were generally averse to paying high prices for green goods.

Keywords: Singapore, Social marketing, Consumer preference.